1. PRESENTED BY: JIM INNOCENZI, FOUNDING PARTNER, SANDLER-INNOCENZI, INC. November 16, 2012 2012 Political Ads: $6 Billion? The Good, The Bad & The Ugly The National Association of Business Political Action Committees 2012 NABPAC POST-ELECTION CONFERENCE

2. What is Good TV Advertising? THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 2 o Believable and realistic o Meaningful to the voter o Emotional o Tells a story o Breaks through the clutter

3. What is Bad TV Advertising? THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 3 o Not believable o Shows no benefit o Has no emotional hook

4. Campaign 2012 THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 4 o Presidential campaigns are about the future o Who did a better job?

5. Romney on Romney: “In My Life” THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 5

6. Romney on Obama: 8%, 8%, Debt, Taxes THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 6

7. Obama on Romney: “Karaoke Night in Boston” THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 7

8. Obama on Obama: “We Can Work It Out” THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 8

9. Best SuperPAC Ad: Priorities Action USA THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 9

10. Worst SuperPAC Ad: Cookie Cutter THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 10

11. Every Political Ad Tells a Story Don’t it?: Allen West Nice Contrast THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 11

12. Every Political Ad Tells a Story Don’t It?: Mike Turner Cares About Me THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 12

13. A Physicians Creed: “Do Not Harm” THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 13 o Herman Cain: Now is the Time for Action!: o http://www.youtube.com/watch?v=qhm- 22Q0PuM&list=UUsRq2PbttxbBJYK49n58L1A&index=11&feature= plcp http://www.youtube.com/watch?v=qhm- 22Q0PuM&list=UUsRq2PbttxbBJYK49n58L1A&index=11&feature= plcp

14. A Physicians Creed: “Do Not Harm” THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 14

15. A Physicians Creed: “Do Not Harm” THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 15

16. A Physicians Creed: “Do Not Harm” THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 16

17. Thank You THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 17 Jim Innocenzi Sandler-Innocenzi, Inc. 703 Prince Street Alexandria, VA 22314 (703) 684-0633